NEWS: Women say current advertising images are sexist and dull,

Tina Turner and Mother Teresa are the most popular role models among UK women, who are fed up with young, empty-headed advertising stereotypes, according to a report commissioned by Grey.

Tina Turner and Mother Teresa are the most popular role models among UK

women, who are fed up with young, empty-headed advertising stereotypes,

according to a report commissioned by Grey.



The study, conducted in August this year by NOP Consumer Market

Research, yielded few surprises about how isolated women have become

from advertising - 32 per cent, for example, feel commercials are

sexist, while 61 per cent find advertising boring and repetitive.



What the research did reveal, however, are the new dreams and

aspirations of women - which are more likely to centre on extensive

travel and the acquisition of wealth than finding a ‘dream man’, which

has slipped well down the list of priorities.



Katy Munson, a senior planner at Grey, said around 20 per cent of women

born after 1956 were unlikely to have children, reflected in the survey

finding that home and family are becoming increasingly less important.



Humour remains an important part of women’s lives - with 79 per cent

saying they looked for this in advertising. Good music and a twist in

the story, or ‘something to think about’ are also among the items they

appreciated.



Another strong theme was the increasing financial independence of women,

who are still re-negotiating their relationships with men.



Issues raised by the research were discussed at a conference held last

week.



Organised by Grey, panelists included Matti Alderson, the director

general of the Advertising Standards Authority, Eve Pollard, the former

editor of the Sunday Express, and Janet Anderson MP, the shadow minister

for women.



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